Amazon Personalize Now Generally Available

AWS Amazon PersonalizeTrack this API was originally introduced late last year. Until now, the Machine Learning personalization service, that was originally developed for Amazon's internal use, was available in a preview release. This week, Amazon announced that Amazon Personalize is now generally available.

"We are excited to share with AWS customers the expertise we've developed during two decades of using machine learning to deliver great experiences on," Swami Sivasubramanian, AWS Vice President of Machine Learning, commented in a press release. "Customers have been asking for Amazon Personalize, and we are eager to see how they implement these services to delight their own end users. And the best part is that these Artificial Intelligence services, like Amazon Personalize, do not require any machine learning experience to immediately train, tune, and deploy models to meet their business demands."

A major difficulty with implementing personalization services within apps is the lack of a master personalization algorithm. People, products, and services all have their own unique attributes that make creating an effective customer profile difficult. Amazon Personalize eliminates the need for app developers to create, update, and maintain such algorithms. It's machine learning technology receives input from an app's activity stream and the inventory of products to recommend from. The service learns over time, and the more data it processes the better recommendations it can provide. The input and output is all handled through the Amazon Personalize API so developers don't need to learn machine learning.

In its first general availability release, Amazon Personalize is available in the US, Asia Pacific, and EU. Amazon has already announced that its global footprint for the service will expand soon. Early testers include Yamaha, Subway, and Zola who have all seen the benefit to their business in distinctly unique ways.

Be sure to read the next eCommerce article: Year of the API at Shopify Unite 2019